Customer experience (CX) trends come and go.
They can vary based on what is going on in the world. They can vary based on new technologies that have emerged. They can change based on consumer behavior.
However, what remains the same is that customers, or consumers, want to purchase from brands that will make them feel important in their buying journey. Whether they recognize it or not, consumers also gravitate towards brands where they share similar values and/or morals.
When thinking of the customer experience, most think of:
- Personalized support
- Feedback loops
- Hands-on guidance
- Communication
Where many retailers can overlook when it comes to the customer experience is in the packaging of their products.
Specifically, let’s talk about the ecommerce packaging.
Why packaging in CX?
Packaging has opened up a whole new door to engage and wow your customers.
Many retailers have turned to branded packaging. Many have promised packages will be delivered within certain time frames. Many have also started including freebies in their packaging as an added bonus (think stickers, coasters, mini magnets, etc.)
While these may all engage customers in the moment, what happens next?
There’s a major opportunity here for retailers to be strategic about what, how and when they engage with their customers through their packaging.
How packaging can “wow”
At first thought, most assume that for packages to “wow” they need to be highly branded in company colors, logos and designs that stand out. Sure, this will capture attention in the moment, but is it enough to be memorable?
Studies show that:
- 86% of consumers among younger generations (<45) showed a willingness to pay more for sustainable packaging
- 57% of consumers are “less likely” to buy products in harmful packaging
- 74% of consumers said they would be interested in buying products that come in refillable packaging
- 68% of consumers have chosen a product in the last six months based on its sustainability credentials
Rather than prioritizing the look and feel of the package, consumers are interested in how sustainable the package is; how environmentally friendly it is.
50% of respondents noted sustainable packaging should be a brand and retailer’s number one priority at this time.
So for today’s consumers to feel important in their buying journey, purchasing from brands that share their same values and morals becomes that much more important. Working with brands who prioritize and highlight their mission to sustainability becomes that much more important to create lifelong customers.
With that in mind, typically the first physical touch that a consumer will receive when purchasing online is the package that the product arrives in.
This is your first opportunity to create a splash with your customer. Reusable packaging is the most sustainable packaging out there and will start your customer experience off strong.
Is your current packaging material reusable?
Side note–if you work with the right reusable packaging company, you get added visibility in the customer journey through data as well (learn more here).
Say yes to reusable packaging
Reusable packaging is just more memorable. Plain and simple.
Consumers will remember their product arriving in a reusable package more so than a branded box that they have to break down or a branded polymailer which they will then throw away and never see again.
If you aren’t using reusable packaging, what is holding you back? Have you considered switching to reusable packaging to mail your products?
To learn more about how to make the swap, schedule a call with one of our Reuse Specialists today.
